Posting content from your website or even launching your website is such an anxious time. Worrying how will it perform in Google and whether it will reach as many people as you want it to. This is one of many reasons why you need to get your keyword game right.
Posting SEO-friendly inbound content can leave many business owners and marketers feeling anxious. What if your content marketing doesn't get enough exposure? Will it perform well in search engine results pages? Will it reach your target audience and how will they respond to it? Understanding what your businesses keywords should be and learning how to utilise them correctly will inevitably help towards fixing some of these issues.
Keywords are what define your content's purpose, it can be topic names such as photography, engineering, or whatever niche your organisation operates in. When it comes to Search Engine Optimisation, these are the words someone will put into Google to find what products and services you are selling. If what they are looking for matches closely with the content keywords on your website, then this will help towards ranking your website high up in search engine results pages. Of course, there are a whole host of other factors, thousands even, that search engine crawlers take into account to rank websites effectively. However, none of these factors holds precedence over your content.
Finding the right keywords for your website means getting the delicate balance between words and phrases with a high enough search volume to be worth your time, but still easy enough to rank for. Some keywords can be too specific and complicated that no one is actually searching for them, while others can be too vague. It is all about discovering the balance and being relevant and efficient. No one wants to spend time and energy driving the wrong kind of traffic to their site. Later on, we will discuss this further.
When researching your desired keywords, look at your audience’s language, idioms and slang, shorten words where necessary and avoid using over-complicated industry jargon. You can find this data by looking into some free tools that Google offer and viewing the Related Searches and people also asked section on search engine results pages.
Types of Keywords
There are many types of keywords and this is where things can start to get complicated, however, it does not have to be this way. Let’s breakdown the different types of keywords that you may come across and make life easier for us both… deal?
What Are Short-Tail Keywords?
These types of keywords usually consist of one or two words. For example, “Computer mouse,” is what would be considered a common keyword. It is a broad term that is used a lot, it doesn’t specify anything else about the mouse and doesn't denote user intent. you may assume that they are wanting to buy this product, but have no preference on colour, brand, performance, a preferred method of purchase, etc. You can learn more about optimising your website for search user intent here.
It can be tempting to go straight for these high volume, vague keywords but you will automatically be putting yourself in a doomed position, as many multi-national, established corporation will hold sway in these areas.
What are Mid-Tail Keywords?
We think you're getting the hang of things after the previous explanation. This one should be fairly self-explanatory just as the one after should be. We will break it down for you anyway!
Mid-tail keywords are usually three-to-four-word phrases that are slightly more specific than short-tail. An example going off our previous keyword could be, “Wireless computer mouse,” as there is more detail in this search term. These keywords usually do have lower traffic, but considerably less competition, when compared to a short tail keyword. A phrase like this could lead to better conversion rates, higher cart ads and longer session times because you know what to offer your visitors and that information is priceless to search engine crawlers.
What are Long-Tail Keywords?
Have you figured it out yet?
As you can tell long-tail keywords are longer search terms usually over four words. These phrases are likely to be location, time, or question-based. Search traffic will be even lower, as will the competition, so these are easier to try to rank for as they’re so specific. Our example of this is, “best wireless gaming mouse 2021” This is very specific and classed as long-tail, if you’re using these keywords then people will find it relatively easier to find you, and commonly, user intent is known, so conversion rates are likely to increase.
One thing you have to be careful of when using these types of keywords is that you don’t overdo it. Putting too specific long-tailed keywords can make it difficult for people to find you online. When it comes to putting long-tail keywords into your website content, keep these to a minimum of one, or two, per webpage. Sometimes, adding your desired long-tail keyword into the text a couple of times, and into your metadata once, maybe all that you need.
Keyword intent is what the user is intending when they begin to search for something. When beginning SEO, you must put yourself in the users’ shoes and try to think about what they could be thinking when searching for your products and services. There are three types of search intent which include: navigational, informational, and transactional.
Navigational Intent – This is when a user creates a search to direct them to a specific website. This could be, “Prototype Creative,” or “Bite Digital.”
Informational Intent – The user searches to gain more knowledge on a particular topic or find an answer to their question. An example of this is, “How do I create a content marketing strategy?”
Transactional Intent – The user intends on making a purchase online. This could be something like, “wireless keyboard.” Alternatively, this could include a specific brand or actual phrases related to transactions such as, “Buy,” “for sale,” “purchase.” Transactional keywords can have a higher level of competition in the SERPs, as the user is considered motivated and ready to buy.
Conducting Keyword Research
Keyword research is a vital digital marketing activity when looking to raise your businesses ranking in the search engines results pages and boost traffic to your site, but we understand that not everyone enjoys conducting research. However, us geeks over at Prototype Creative love to see charts, graphs and metrics on just about everything you can think of.
Don't have the time, or the patience to look into keywords? Chat to us today.
First, it's a good idea to make a list of your competitors, these are usually the websites that are placing higher in the search engines than you are. There are plenty of free keyword research tools online which will help you find your closest competition. Tools such as SEMRush and Moz are two good sites for this. Ultimately, you want to use this research as leverage to develop your own keyword strategy and content.
Mind mapping is the next tactic in our arsenal. Make a note of short-tail terms that you think it is relevant to rank for, then get more specific and delve into your niche. Next, extend these terms into longer, more precise longer keywords. This mind-mapping activity focuses on you starting with short-tail, going to mid, and eventually ending up with long-tail keyword ideas, giving you the ability to track exactly what your SEO strategy focuses on and making it a thousand times easier to monitor your progress.
If you have already had your website up for a while, another idea of finding effective keywords that are already working is to visit Google Search Console. This handy tool can show you the keywords you already are ranking for and the ones which may not be as effective as you thought. In the future, Google Search Console is a good tool for you to use to see how your keywords are performing and give you an insight into how you may adjust your keywords strategy.
As you can probably already tell, keywords for search engine optimization can be quite difficult to get your head around in the beginning. It is a case of trial and error and seeing which search terms you chose are converting well and which ones are not.
Once you have your keywords documented, you will want to place them strategically on your website, this includes the titles, main text, image captions and metadata. Don't be disheartened if you don't see results straight away, as changes to your keyword ranking can take 12 weeks to start seeing improvements, once your optimisation work begins.
We hope this guide proves useful for your business when looking to boost your site’s ranking and direct more organic traffic to specific webpages. Think like your ideal user, what would they be looking for that ultimately leads them to you? How would you phrase a search for your products and services?
Of course, your website needs to be responsive and have good quality citations on there to create conversion rates, too. Otherwise, you could find yourself with a great keyword strategy, but poor CRO.
Finding this all a little tricky? Don’t worry we specialise in Search Engine Optimisation. Get in contact with us today to find out what we can do to help you.